The B2B Buyer Profile: Generation X

Generation X, born between 1965 and 1980, stands as a bridge between the analog past and the digital future. As the first to grow up in a world where technology became increasingly integrated into daily life, Gen X has an enviable ability to navigate both traditional and digital landscapes.

Today, they are not just digital pioneers but key players in B2B purchasing decisions. As their influence continues to grow, understanding how to appeal to them as business buyers is critical for companies looking to stay ahead in an ever-evolving market.

Let’s take a closer look at the Gen X buyer, how they are reshaping modern B2B trends, and the strategies businesses can use to engage with this unique generation.

The B2B landscape and Gen X’s role

Gen X may not always dominate the headlines like Millennials or Gen Z, but they represent a powerful segment in the B2B world: 23% of Gen Xers hold senior manager roles in businesses, making them influential decision-makers in organizations.

However, they still hold the fewest President or CEO positions, which suggests that while they have significant influence, they tend to operate in roles that require expertise and strategy, rather than in top executive leadership positions.

Despite not holding the highest executive titles, Gen X buyers make purchasing decisions that directly affect the business bottom line. They are responsible for evaluating vendors, assessing new solutions, and ensuring that any new investments align with company goals.

With nearly 50 years of experience between them, their decision-making process is careful and deliberate.

A more nuanced approach to timing

Unlike younger generations who tend to make quicker purchasing decisions, Gen X buyers demonstrate a much more varied decision-making timeline. A significant 78% of Gen X buyers finalize their purchases within 1 to 6 months. However, there is a section of these buyers who take even longer: 8% of Gen X buyers report needing 7 to 12 months to make a purchasing decision. This wider range highlights the diversity in how Gen X approaches buying decisions—balancing efficiency with a thoughtful, deliberate pace when needed.

Gen X’s deliberate approach stands out, driven by their need for thorough evaluation. They prefer to consider multiple options, weigh pros and cons, and ensure that any investment aligns with long-term business objectives.

For B2B marketers, this behavior presents a challenge. While 12% of buyers overall move quickly (finalizing decisions in less than 30 days), Gen X buyers are not easily swayed by fast-talking sales pitches or flashy ads. They need to feel confident in the solution, its potential ROI, and the vendor’s reliability. This means B2B sellers must be patient, clear, and provide the right information at each stage of the buying journey—especially since a small but notable group (2%) spends over 13 months evaluating vendors.

These trends highlight the importance of balancing thorough due diligence with operational efficiency. For Gen X buyers in particular, marketers must respect their methodical process while ensuring they have the insights needed to make confident, long-term decisions.

The power of touchpoints and relationship building

When it comes to building relationships with brands, Generation X exemplifies the importance of meaningful touchpoints. This generation is uniquely positioned between the speed-driven expectations of Millennials and the experience-led approach of Boomers. As a result, Gen Xers are flexible decision-makers—able to act swiftly when confidence is high, yet equally comfortable taking a more measured path when stakes are elevated.

This adaptability is especially evident in their brand engagement behaviors. On one hand, 9% of Gen X consumers are willing to take a brand seriously after just one or two interactions—second only to Boomers in requiring minimal contact to build initial trust. On the other hand, 6% need over 20 touchpoints before they consider a brand credible, marking the highest threshold of any generation.

These contrasting behaviors highlight Gen X’s discerning nature. For brands, it signals that a one-size-fits-all approach won’t work. Instead, the key lies in delivering consistent, high-quality interactions across various channels—touchpoints that build trust, reinforce credibility, and respond to the varying needs of this complex and dynamic audience. Whether it’s a quick win or a long-term engagement, brands that invest in authentic relationship building will resonate most deeply with Gen X.

In-person events matter

While digital marketing is crucial, Gen X buyers still value face-to-face interaction when it comes to discovering new vendors and solutions. In fact, in-person events like conferences and forums are among their top choices for learning about new products and services.

This preference for events underscores Gen X’s value on direct, personal connections. They want to meet the people behind the product, ask questions in real-time, and build rapport with potential vendors.

For B2B marketers, this insight emphasizes the importance of having a physical presence at trade shows, conferences, and industry events. It’s not just about having a booth or sponsoring an event – it’s about creating genuine opportunities for meaningful interactions. Personalized demonstrations, one-on-one meetings, and even informal networking can be the key to winning over this generation of buyers.

How to appeal to Gen X as B2B Buyers

Nowthat we understand Gen X’s approach to purchasing and decision-making, it’s important to discuss strategies for appealing to them as B2B buyers. Here are some key tactics:

Be transparent and authentic:

Gen X buyers value honesty and straightforwardness. Avoid exaggerations or too-good-to-be-true promises. Be upfront about what your product or service can and can’t do. They appreciate transparency and are less likely to be impressed by fluff or jargon.

Provide detailed, practical information:

Gen X buyers are information-driven. Provide them with all the facts, including case studies, product demos, ROI examples, and testimonials from other clients. They prefer to dive deep into details and make informed decisions, so being overly simplistic could come off as untrustworthy.

Respect their time:

While Gen X may take time to decide, they don’t want to be bombarded with irrelevant emails or constant follow-ups. Keep communications efficient and valuable. Address their specific needs, but avoid overwhelming them with unnecessary details.

Leverage technology wisely:

While Gen X is adept with technology, they also appreciate solutions that make their jobs easier. Offer technology that seamlessly integrates into existing workflows. Don’t push unnecessary upgrades or overly complex solutions – focus on how your technology can solve their problems without requiring a steep learning curve.

Offer peer recommendations and testimonials: Word of mouth goes a long way with Gen X. They tend to trust recommendations from colleagues, peers, or industry leaders. Ensure your existing clients can easily share their success stories with potential buyers through testimonials or case studies.

The end… or just the beginning?

As B2B buyers, Gen X is uniquely positioned in the marketplace, blending traditional business wisdom with modern digital tools. They are deliberate decision-makers, willing to invest the time needed to find the right solutions but equally eager to form genuine, long-term relationships with trusted vendors.

By understanding their behavior, companies can build lasting connections that resonate with their values, provide the necessary information, and respect their decision-making pace.

In short, appealing to Gen X as B2B buyers requires a balance of patience, personalization, transparency, and relationship-building. By mastering these approaches, you can position your business to not only meet their needs but also win their loyalty in an increasingly competitive market.